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It all starts with the hook.

Volvo Trucks CEO Claes Nilsson may know a thing or two about making a viral YouTube video.

It’s all about a strong hook in the beginning of the video, he explains, and with a strong iron hook built into his trucks, he can certainly relate. Nilsson took to the harbor of Gothenburg, Sweden to put his money where his mouth is and demonstrate just how “robust” his hook is.

The hook might be a good indicator, but as Nilsson demonstrates, you also have to be able to follow through.

Photo via VolvoTrucks/YouTube

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